By now, practically everyone has heard about the downturn in the U.S. wine industry. Not enough demand. Too much wine. Competition from other beverages. Younger generations opting out. Older generations aging out.
According to the 2026 BMO Market Report from BMO Bank, volume sales of U.S. wines declined 4% in 2025 for the second year running. Meanwhile, total market value rose 3% — with some of that growth attributed to higher bottle prices. Yet there are also some promising signs of stabilization. Tasting room visitation is still declining, but at a slower rate. Wine Business Monthly’s 2026 Tasting Room Survey shows an 8% dip in visits to Sonoma County wineries last year, and while that may sound dire, it’s a significant improvement from a 14% drop the previous year.
“I think there’s so much chatter around, ‘The market is hard, the industry’s down,’” says winemaker Sam Bilbro, the managing partner at Overshine Collective in Healdsburg. “I’m not going to deny any of that, but I know so many people who are seeing positive change — and not just young, different brands. I know some classic brands that are digging in and working hard.”
While some see an existential crisis, nimble Sonoma County vintners are working to build a future worth getting excited about.
One important way wineries are evolving to meet the moment is by making the world of wine more accessible — especially for younger generations. Increasingly, local producers are moving away from reservations-only policies to allow visitors more spontaneity. Others, such as Anaba Wines in Sonoma and DeLoach Vineyards in Santa Rosa, are lowering tasting fees and offering free wine flights during certain hours. Winery experiences are expanding beyond formal guided tastings to include immersive activities and casual visits that encourage social connection.
Bilbro points out that each of the wines in the Overshine Collective — including Overshine Wines, Idlewild, Comunità, Martha Stoumen, Reeve, and BloodRoot wineries — has its own approach to hospitality. But overall, he says, “Embracing fun helps. You can have great wine, but you can still just be sitting with a great view and listening to some loud soul music and having a good time. It doesn’t need to be stuffy in any way.”
At Idlewild, Bilbro says, the winery has shifted from offering high-end dinners to hosting more laid-back gatherings. On Fridays during the summer, Idlewild collaborates with Healdsburg’s Downtown Bakery & Creamery to offer wood-fired pizzas and wines by the glass and hosts art nights every couple of Wednesdays. “These events are never going to be what makes money for us,” says Bilbro. “It’s just about community. I think sometimes [wineries] are looking at it as, ‘Where’s my profit?’ Your profit comes when you have created the culture and then that starts to sustain you.”
Wineries are also staying open later and hosting pop-up events outside of Wine Country. “Especially for the younger consumers, they’re so hungry to have these connections and to be able to meet these winemakers face-to-face,” says Alex Sarovich, the founder of Own Rooted Hospitality. “But it’s really cost prohibitive to be driving up or staying the night in Wine Country if you’re based in San Francisco or Sacramento.”
Dancing Wines regularly hosts events in New York, Connecticut, and Los Angeles. Lauren Russell, who co-founded the Healdsburg-based winery with her mother Cynthia Russell, points out that the winery doesn’t have a tasting room, so its Dance Club gatherings are a way to meet consumers where they are. One of Dancing’s signature events is the Sip & Scent experience, which incorporates the winery’s line of vineyard-inspired fragrances into a wine tasting session.
“We’re doing all sorts of events, whether they’re interactive pizza-making classes or pop-ups at wine bars,” Russell says. “We’re inviting people in to just have fun and be playful with the wine.”
That approach extends to Dancing’s labels and language. Rather than listing a dozen aromas and flavors in a particular wine, the winery website opts for descriptions such as “juicy, like the best conversations” and “dark and playful as a midnight swim.” When Dancing was nearing its launch in 2023, its landing page led with the phrase, “You can’t taste wine when your mouth is full of adjectives.”
“There were all these adjectives falling around everywhere on the page and they were super-jumbled,” Russell says. “It was a visual representation of the fact that people get super-hung up in articulating the right tasting notes or finding the right ways to describe wine. A lot of that feels like a foreign language and that can be super-intimidating.”
High prices can be equally off-putting. During the pandemic, “premiumization” was an industry buzzword as home-bound consumers upgraded to higher-end wines. These days, with prices rising for everything from groceries to gas, people are looking for values.
“One of our goals at Overshine is, yes, we have $75 Pinot,” says Bilbro. “But we adamantly want to make sure we have wines priced in the low $30s so anybody can walk out of here with at least one bottle.”
Winemaker Pax Mahle, the founder of Pax Wines in Sebastopol, offers $25 wines in addition to pricier, single-vineyard selections. Originally created for restaurant by-the-glass programs, the Helios Chenin Blanc and Cuvée Syrah have sold thousands of cases. Mahle says he plans to add a Sauvignon Blanc next year. Though the winemaker says he has no plans to discontinue his signature wines, he might reduce production slightly so he can dedicate some barrels to his popular lower-tier wines. “I always tell my customers that for every $75 bottle of Syrah I drink,” Mahle says, “I probably drink 10 bottles of $25 crispy white wine.”
As consumer tastes evolve and the climate warms, Sonoma County wineries are exploring under-the-radar grape varieties to complement the region’s signature Pinot Noir and Chardonnay. Winemaker Eric Prahl of Centennial Mountain in Healdsburg says Italian varieties grow particularly well in Sonoma County because of the region’s Mediterranean climate. Prahl has noticed a big spike in the popularity of Italian-style wines such as Carricante and Nerello Mascalese. This applies not only to consumers, but to other producers. “A lot of wineries — people you wouldn’t expect — are asking us for budwood,” he says.
Though he attributes part of their interest to a shift in consumer preferences toward brighter, more acidic wines, Prahl says it’s also a response to climate change. “Wineries are realizing that it’s getting harder and harder to grow [some of the traditional grapes] and make the same wines as 20 years ago.”
Bilbro, who focuses on Italian varieties at Idlewild and Comunità, says winemakers are paying more attention to what works best for a particular site or region. “By no means am I trying to say we shouldn’t be growing Cabernet, Pinot Noir, Chardonnay,” Bilbro says. “But it’s kind of crazy that you would plant a new vineyard and not even think, ‘Well, what is this exactly like in Europe?’”
Another benefit to offering wines made from less-common grape varieties, Sarovich adds, is that they are often made in a fresher style that attracts younger consumers and allows wineries to sell them at more affordable prices. “Stylistically, they’re often not being put in oak,” she says. “They’re not being aged for a long time. They’re being harvested earlier to craft wines that are lower in alcohol. You know you’re going to be selling this at a lower price point, so you’re not spending that money on the barrels.”
Newer wineries aren’t the only ones branching out. In recent years, established producers such as Kokomo Winery in Dry Creek Valley have expanded their portfolios to include new styles. Founder Erik Miller launched his Breaking Bread label in 2018. Made from certified-organic grapes, the line includes a Zinfandel pet-nat, orange wine, and a chillable red blend. The intent, he says, was to create something entirely new — not just a cheaper version of Kokomo.
“I was intrigued by the natural category,” he says, “and making a different style of wines using ancient techniques.” Miller says having both a traditional and a natural brand has helped increase his access in the distribution world. And as a bonus, Breaking Bread has brought new — and younger — customers to the Kokomo winery.
Though strategies vary, the common thread among the most resilient wineries, says Bilbro, is a willingness to put in the effort. “It’s harder right now. That’s undeniable,” he says. “But it’s not like there aren’t people coming here and it’s not like there aren’t people buying wine. I think for a long time we had it really easy and we don’t have it easy now. So, the question for most people in the industry is, is it worth the work?”
For many Sonoma County vintners, the answer is a resounding yes.
Hello, B.Y.O.!
Restaurants with Free Corkage Nights
Lately, it seems like restaurant wine pricing has gone through the roof. Why pay $18 for a single glass when you can bring your own bottle of Sonoma County wine and skip the corkage fee? Here are some of our favorite dining spots for BYOB deals.
It’s hard to beat locals night at Baked on the River in Guerneville. On Thursdays, comfort food fans get a three-course dinner for $25 and free corkage.
Petaluma’s Central Market is the place to be on Tuesdays, when the farm-to-fork restaurant offers complimentary corkage and 40% off wines by the bottle.
Every Monday, pay zero corkage and enjoy classic French fare in a romantic setting at La Gare French Restaurant in Santa Rosa.
Head for Glen Ellen Star every Wednesday for Neighborhood Night. That’s when diners can score two fresh and fabulous courses for $49, along with complimentary corkage.
Chef Charlie Palmer’s Dry Creek Kitchen and Folia Kitchen in Healdsburg waive the corkage fee for the first two bottles of BYO Sonoma County wines.
On Mondays, Stella offers free corkage on unlimited bottles to enjoy with the Kenwood restaurant’s exquisite, housemade pastas.
Sonoma Wine Shop & La Bodega, a homey Sebastopol hub for elevated plant-based cuisine, never charges a corkage fee for diners who bring in a bottle from the on-site wine shop.
At The Madrona, known for its epic burger and gorgeous salads, corkage is on the house during lunch service Wednesday through Friday.
Glen Ellen’s Poppy doesn’t technically offer free corkage, but the weeknight family-style meal is the next best thing. Get three courses, including wine, for $65 on Tuesdays, Wednesdays and Thursdays.
Sugo Trattoria is a Petaluma go-to for fresh Italian food. It’s even more popular on Mondays, when diners can bring their own wine with zero corkage.
Easy Access
Spontaneous tastings and social hours
Remember when wine tasting was a spontaneous affair and you could pop in at just about any local winery that caught your fancy? The pandemic changed that. The good news is that many Sonoma County producers are moving away from strict “reservations-only” policies — welcoming walk-in visitors, hosting social hours, and staying open later to serve the after-work crowd.
Walk-ins Welcome
Zin specialist Carol Shelton Wines in Santa Rosa invites walk-in tasters each day. Reserve flights cost just $20.
Comstock Wines, with a lineup that includes Zinfandel, Sauvignon Blanc and more, welcomes drop-by sippers to its Healdsburg estate with multiple flight options.
Swing by Montagne Russe in downtown Petaluma for cool-climate Pinot Noir and Chardonnay by the flight or glass. You can even bring along take-out eats from a neighboring restaurant.
Roche Winery & Vineyards accommodates drop-ins whenever possible at both of its Sonoma locations, making it a solid bet when you’re in the mood for a splash of Carneros Pinot Noir or Chardonnay.
Smith Story Wines in Healdsburg encourages visits from spontaneous types at its Bacchus Landing tasting room. Taste their eclectic lineup of wines, then stroll over to Dot Wine and see if they can squeeze you in.
Social Butterflies + Night Owls
Benovia Winery hosts happy hour from 4:30-7 p.m. on the fourth Thursday of each month. The Santa Rosa winery pours wines by the glass and serves complimentary snacks.
Healdsburg’s BloodRoot Wines stays open until 7 p.m. daily, so it’s a great place to swing by after work for a glass of wine and some chill vibes.
On the third Thursday of each month, Dutton-Goldfield Winery in Sebastopol invites guests to pop in from 4:30-7:30 p.m. for happy-hour pricing on wines by the glass, and free snacks.
The Windsor tasting room for J. Cage Cellars stays open until 8 p.m. on Fridays and Saturdays, and offers happy-hour specials on Thursdays and Fridays.
Through Oct. 18, Jordan Winery in Healdsburg hosts Social Hour on the Terrace. Reserve a spot to sip wines by the glass with seasonal bites from 3:15-4:30 p.m., Thursday to Monday.
Martha Stoumen Wines in Healdsburg stays open until 7 p.m. Wednesdays, Thursdays, and Sundays, and until 9 p.m. Fridays and Saturdays. Walk-ins are welcome.
Pro tip: For immersive experiences or special food pairings, check exploretock.com for on-the-spot bookings.
Alter Egos
Traditional brands show their adventurous side
Newer wineries with a natural bent aren’t the only ones fermenting outside the box. Long-established producers are also branching out, and some have even launched adventurous side brands. The idea is to give winemakers a chance to have fun and experiment while offering consumers — especially younger ones — a variety of wine styles to explore. Here are three “dual-personality” wineries worth discovering.
Kokomo Winery/Breaking Bread
Winemaker Erik Miller founded his Healdsburg winery in 2004 and built a reputation for producing terrific Dry Creek Zinfandel, Alexander Valley Cabernet Sauvignon, and a delicious rosé. Then, in 2018, he introduced Breaking Bread. Made in a lighter, lower-alcohol style than the Kokomo offerings, the lineup includes Zinfandel-based pet-nat and rosé, along with an orange wine, a whole cluster Pinot Noir, and Al Dente, a chillable Mourvèdre blend. Taste them at the Kokomo tasting room in Healdsburg.
Stewart Cellars/Guthrie Family Wines
When he’s not making serious, terroir-driven wines for Yountville-based Stewart Cellars — founded in 2000 by his father-in-law Michael Stewart — Blair Guthrie makes his own brand of wines at Guthrie Family Cellars in Sonoma. Guthrie takes a minimalist approach, starting with organically and biodynamically farmed grapes. Flavor profiles are bright and fresh, shining a spotlight on varieties such as Vermentino, Grenache Blanc, and Gamay Noir.
Obsidian Ridge/Rabbit Hole
Brothers Arpad and Peter Molnar launched Obsidian Ridge, their Lake County-based Cabernet Sauvignon brand, in 2002. Then, in 2020, they went down a rabbit hole. The Rabbit Hole line is a little on the wild side, taking an experimental, natural-leaning path. Current releases include a sparkling Pinot Noir pet-nat called Pezsgő, the Máslás red piquette, and a sweet white vermouth. Taste the wines at Obsidian Ridge Base Camp in downtown Sonoma.
Something Different
Not your typical tastings
Wine tasting is no longer just about wine. In recent years, local vintners have gotten wildly creative, putting their own personal stamp on winery experiences from unexpected food pairings to — well, anything goes.
The KC Lab x Hot Drops Challenge at Kivelstadt Cellars is bringing the heat with a taste-if-you-dare examination of wine’s interaction with spice. Taste playful wines with four different locally handcrafted hot sauces, sprinkled on crispy chicken bites.
Empanada pairings — a nod to the Keller family’s Mexican heritage — are a highlight of Keller Estate’s Terroir Experience. The winery also hosts epic Día de los Muertos gatherings and is planning a holiday posada.
Wine tasting is much more zen after a forest bathing session at Bartholomew Estate in Sonoma, led by a certified nature therapy guide. The estate also offers horseback riding.
The Donum Collection’s Art Tour is a self-guided, open-air meander through the winery’s collection of contemporary sculptures, scattered throughout the 200-acre estate. It includes 70 massive works by world-famous artists.
Anaba Wines invites guests to dink while they drink with Pickleball & Wine Tasting. You’ll play on Sonoma Wine Country’s most scenic court, overlooking Anaba’s Picpoul Blanc vineyard.
During the Hawley Winery & Vineyards Falconry Experience, visitors learn how majestic raptors protect grapes from voracious birds during the growing season. After touring the Dry Creek Valley vineyard estate you’ll sample current releases.
More Sips, Less Splurge
Budget-friendly bottles and tastings
Visiting wineries and purchasing bottles at retail can sometimes be spendy, but the trend appears to be shifting.
According to Silicon Valley Bank’s 2026 Direct-to-Consumer Wine Report, the average price for a bottle of Sonoma County wine among participating producers decreased more than 7% last year.
Pax Mahle of Pax Wines in Sebastopol says he is able to keep prices down for certain wines — such as his $25 Helios Chenin Blanc — by sourcing high-quality fruit from regions like the Sierra Foothills and Mendocino County, foregoing expensive new French oak barrels for large neutral casks, and opting for less-costly lightweight bottles sealed with screwcaps.
“The idea,” Mahle says, “is to make the best wine possible for the price.”
Tasting room fees are also becoming more affordable. Nearly a third of Sonoma County respondents to the Silicon Valley Bank survey reported lowering their tasting fees last year to boost visitation, and many have added entry-level flights at affordable prices. Some are even hosting free tastings on weekdays.
Here’s where to find some of Sonoma County’s best wine values — by the taste and by the bottle.
Values by the Bottle
Healdsburg’s Leo Steen Wines produces minimal-intervention, lower-alcohol wines at friendly prices. The fruity and floral Red Field Blend from Redwood Valley and organic Rose Ranch Sonoma Valley Rosé are gems at $25 each.
At Pax Wines in Sebastopol, bottle prices start at $25 for Helios Chenin Blanc and Cuvée Syrah and many offerings hover in the $30 range. Look for the zesty Springline Sauvignon Blanc ($30) and carbonic Alpine Peak Gamay Noir ($38).
Monte Rio Cellars in Monte Rio offers a whole lineup of interesting and delicious wines for $25 per bottle. Try the minerally Cemetery Road Alta Mesa Sauvignon Blanc or cherry-kissed Rivers Edge Lodi Sangiovese.
Pedroncelli Winery in Geyserville consistently offers lots of tasty bang for the buck. The citrusy Giovanni & Giulia Sauvignon Blanc, jammy Mother Clone Zinfandel, and structured Brother’s Mark Cabernet Sauvignon are all priced in the mid-$20s.
Free and Low-Cost Tastings
Pinot Noir specialist Anaba Wines in Sonoma just lowered the price of its classic Elements Flight from $45 to $25, available for reservations booked Tuesday through Thursday before noon.
Tastings of expressive cool-climate Pinot Noir and Chardonnay are always complimentary at Bohème Wines in Occidental, so why not pick up an extra bottle while you’re there?
On Thursdays and Mondays from 11 a.m. to 3 p.m., the bar tasting of Russian River Chardonnay, Pinot Noir, and Zinfandel at DeLoach Vineyards in Santa Rosa costs $0. That’s right; it’s free.
Through November, Wine Road’s Sip into the Weekend program offers free tastings every Thursday and/or Friday. The deal applies at more than two dozen wineries in the Alexander, Dry Creek, and Russian River valleys.
The shared tasting room for Idlewild Wines and Comunità in Healdsburg presents low-key tastings of Italian-inspired wines for $30. For an extra 20 bucks, add a plate of imported cheeses, salumi and conservas.
Unti Vineyards pours flights of terrific Italian- and Rhone-style wines at its Healdsburg estate for just $25, year ’round.
The Taste of K-J flight at Kendall-Jackson Wine Estate & Gardens in Santa Rosa offers a mini snapshot of signature wines for $20. Both K-J and its sister property, La Crema in Windsor, host free tastings during Social Hour, held Thursdays from 3-6 p.m. until Oct. 29. No reservations needed.
